52 years of NIKE

Otis Davis wore the first NIKE shoes and won 2 Olympic gold medals.“I felt them tight and hard on my feet”

19642016

How was this branding built ??

Brand Identity

Brand Meaning

Brand Responses

Brand Relationships

SalienceBrand Identity

Top quality athletic products

Highly recognizable logo

Most popular slogan

Dan WiedenThe man behind the world’s

most popular tagline ”Just Do It”

The tagline was SIMPLE and

MEMORABLE Best Tagline of 20th century

It was first : “Let’s Do It”

Performance

Brand Meaning

Design shoes that are durable and lightweight

for runners

Targeting young people and athletic

Linking the brand with professional level of

competition

Imagery

Brand Meaning

High user profiles

Top class quality

Best talents

Judgements

Brand Responses

Unmistakable with any other

brand

Attention to detail in its products to

improve performance

Superior Quality

Credibility

Feelings

Brand Responses

Social ApprovalsPopular in society

Fun for usersUniqueness

SecurityUsers feel secure

Self Respect

Resonance

Brand Relationships

Customize your order with a

range of different colors, materials

Special offersOff on first order

Nike has strong CRM

Hear what they say about their brand

“Customer makes the decision at

Nike, our job is to know what

motivates and inspires them”

BRAND MANTRA

Brand Mantra is similar to Brand Essence or Core Brand Promise

It gives brand a Consistent Image

Nike adopted a three-word brand mantra:

Authentic Athletic

Performance

Emotional Modifier

Descriptive Modifier

Brand Function

Nike has rich set of associations with customers with its

Innovative Product Designs, Sponsorship of Top Athletes, Award Winning Advertising,

Competition Drive

Innovative Product Designs

Inno

vatio

nTe

chno

logy

Sponsorship

of Top Athletes

Nike website main page: Watch their latest video here

Inspirational, New age promotions (Indian Context)

Nike’s Brand Mantra has impacted its Product Development gradually.

It expanded its brand meaning from running shoes to athletic shoes to

athletic shoes and apparel and latest to athletics equipment

Brand Mantras are powerful devices. They help in building and shaping a strong position to the brand

THANK YOU

Disclaimer

All these slides have been prepared for PGP Brand Management course taught by Prof. Sameer Mathur at IIM Lucknow